A new study conducted by UK-based consumer and sensory research agency MMR Research has revealed the top health priorities for consumers in France, Germany, and the Netherlands. The study, which included data from 1657 consumers, found that heart health, brain health, and immune health consistently ranked as the top three concerns among participants. Interestingly, brain health emerged as the leading priority for Dutch consumers, as well as among Generation Z across all regions.
According to Andrew Wardlaw, Chief Ideas Officer at MMR Research, this shift towards prioritizing brain health reflects the changing times. Wardlaw stated, “It’s a dramatic sign of the times. Wherever we look, brain health is either taking the number one or two slot. This would not have been the case as little as five years ago.”
Wardlaw emphasized the significance of cognitive wellness and its potential for functional innovation. MMR’s survey utilized a choice-based approach, allowing respondents to prioritize their health concerns based on combinations of product attributes. This methodology revealed consumers’ true intentions and highlighted the importance of brain health as a actionable priority.
The study also indicated the growing mainstream interest in gut health throughout Europe. In the Netherlands, for example, gut health secured the fourth spot. Wardlaw explained, “Consumers are waking up to the paramount importance of maintaining a healthy gut. The evolving science around the gut-brain axis and the accompanying surge in social conversations all lead to gut health’s rising potential in people’s daily lives.”
Furthermore, the research demonstrated that consumers are willing to pay a premium for products that provide additional health benefits. The study found that 48% of Netherlands respondents, along with 59% of Germans and 67% of French respondents, are open to embracing products that enhance their lives. Wardlaw noted the importance of efficacy in product innovation, emphasizing that brands must communicate the benefits not only through claims but also through user experience.
To gain insights into the buzz surrounding brain health, MMR’s sister company, Huxly Global, utilized social listening technology. The analysis revealed a 195% surge in discussions related to brain health in the past year, surpassing the volume seen in discussions about heart health. People’s main aspirations pertaining to brain health revolved around focus, performance, and topics such as nootropics, gut-brain axis, and biohacking.
Notably, cognitive-related conversations have soared in the past 12 months, with consumers emphasizing the importance of mental health and managing stress and anxiety. According to Wardlaw, fear is the overriding emotion surrounding brain health, as individuals are genuinely concerned about the impact of daily life on their mental state.
James Gater, Head of MMR Netherlands, believes that Europe has the opportunity to catch up with the US in terms of developing functional products. Gater views brain health as a promising space for revolutionary product development and urges FMCG companies to capitalize on the demand identified in this study.
In summary, MMR Research’s study underscores the growing importance of brain health among European consumers. As the era of cognitive wellness takes hold, businesses in the food and beverage industry must recognize this priority and consider functional innovations that address consumers’ health concerns. By staying attuned to market trends and consumer preferences, companies can drive growth and capitalize on emerging opportunities in the industry.